8,000 words, reconstructing your understanding of private domain traffic building!

On January 1, 2020, I officially left the Party A company and began to serve the Party A company as a project manager. I worked with several partners on several private domain traffic operation projects, including:

1. Construction of user operation organization system. Sorting out and promoting the implementation of internal business process SOP

2. Official account + corporate WeChat community + micro mall + CRM project operation

3. Operation and material delivery on content platforms such as TikTok/Xiaohongshu/Weibo/Zhihu/Douban

4. Private domain traffic attracts new users, user activation and awakening, user retention SOP system

5. Refined operation of CRM, user stratification, member tag sorting, establishment of CRM data model and user operation touchpoints

6. Participated in the construction of the **central platform, the creation of CDP/DMP models and events, and intelligent marketing

…

During this year, affected by the epidemic, many physical enterprises began to seek and accelerate how to break through the existing business model and carry out data-based layout;

However, many companies have also begun to try all kinds of methods in a hurry, hoping to see results quickly. They do not pay attention to user accumulation, but only focus on some so-called quick monetization methods, such as live broadcasting, social distribution...

Or they are hoping that a certain CRM software tool can solve all the existing problems...

The results are predictable. They all ended in failure, and in the end, they all turned on the mode of self-comfort:

It is also based on this background and current situation that I realized that the physical industry is really too difficult. Not only does it face the diversion of channels, the decrease in new customers and the decline in repurchase of old customers, but it also faces the lack of professional talents in the industry and the serious chaos in the industry.

Based on mature experience in counseling clients and nearly thirteen years of retail experience. Therefore, in the end, I broke through my inner defenses and decided to popularize knowledge about the construction and layout of private domain traffic for enterprises, so that everyone can understand the underlying business logic of private domain traffic, rather than seeing the so-called "case" and then blindly imitating...

No matter what, it has started after all, and I have actually been planning this for quite a long time.

"Zixu Talks about Private Domain" is finally here, belatedly on December 28, 2020.

Since I have decided to do it, I hope to do it well. I am not afraid of being laughed at. I am a latecomer. This is the first time I have tried to write by myself. I have no team or assistants. I rely on my own intelligence to contribute and output content. I usually work during the day and sit alone in front of the computer at night to organize materials and content...

Yes, because I work in this industry, I know that it is easy to create self-media content and apply for a public account, but it is difficult to operate it for a long time.

When it comes to popular science content, outsiders think I'm just playing around, and I usually don't respond. Only I know that I run this business with a sharing spirit from the bottom of my heart, so I can only try my best to persevere. After all, I don’t rely on writing articles and creating content to attract fans and monetize to support my family.

In my opinion, anyone who is interested can record it, either as a diary or as a public welfare sharing. The ultimate original intention remains unchanged:

A sense of belief and awe for the profession you are engaged in.

I believe you may have had such experience or heard something like this: with the same operating model and the same industry characteristics, why are the results so different when the industry or corporate target is different? With the same 10 points of strength, only 3 points of effect was achieved, or even no effect at all?

First of all, we need to be clear about one direction: operation is not just operation. Operation needs to be combined with understanding of the industry and characteristics of the enterprise to play its true role.

Mastering operational skills is only the first step in your career, but if you aspire to move up to operate projects independently and control the direction of the business, you need to have a certain understanding of the industry, which is also the breadth of your expertise. You also need to have a certain understanding of the characteristics of the enterprise and human nature, which is also the depth of your expertise.

For example: Have you noticed that when a major problem occurs in daily work, most people’s first reaction is to mechanically attribute the responsibility for the problem to a certain executor. It is obvious that there is a problem with the process, but it is attributed to the problem of human ability. Of course, we cannot 100% rule out the possibility of personal ability issues. After all, the same system, different people, and different execution results. However, in most cases, the risks are caused by internal process problems. This requires specific analysis based on the specific situation, rather than indiscriminate attribution. Over time:

So, when a problem arises, define it clearly from top to bottom:

Top-level framework: From top to bottom, the positioning of the system/institution, that is, first consider whether the system/institution is complete and mature, whether there are decision-making loopholes and process deficiencies, etc. The key factors for the success of a project are often:

1. The overall person in charge of the project is the CEO of the company or a senior executive with a high functional position.

2. The project team must be based on the same vision and goals, integrate all internal resources and information, and be able to carry out omni-channel operations

Bottom-up construction: From the bottom up, think about the positioning of people, that is, the ability scope and blank areas of the executors, as well as information bias, etc.

In the case of insufficient resources, an internal project system can be adopted

There is an article in the previous tweet: [Dry Goods] Click to view: Private Domain Traffic Building Methodology - Organizational Structure Design, you can find some answers in it

The role of the model: expand ideas, explore new solutions, have too many directions, keep asking questions, and break the mindset.

Everyone should be very familiar with 5W1H, which can be used to fully explain a fact. I actually mainly use this model to sort out the real-life needs of customers and explore the direction and strategy of implementation.

Start with the goal of doing things, sort out what has been done, and then break it down into location, time, and responsible personnel. Then, combined with the pyramid's horizontal substructure wyh, look at the current status of each item to see if it is consistent with the original expected goal. If it is not consistent, analyze the reasons and finally come up with a plan for improvement.

AARRR, the five letters represent five words, Acquisition, Activation, Retention, Revenue, and Refer, which correspond to the five stages of the user life cycle, acquiring users, increasing user activity, increasing user retention rate, generating revenue, and user self-propagation. To put it bluntly, users come, are very active, stay, spend money, and help me promote my product.

In layman's terms, it is systematic SOP management. In the previous articles, I have repeatedly emphasized that the focus and core of private domain traffic operation is whether the SOP of the entire link is perfect. I will not go into details here.

Model function: Provide a more directional plan for the overall process

I mainly use it to: implement operational execution applications, especially long-term strategic planning, and the entire life cycle design of users is carried out using it

It is mainly divided into 4 sections: S (strengths), W (weaknesses), O (opportunities), and T (threats).

I mainly use it to conduct objective analysis and analyze what resources and capabilities I have.

It also objectively helps companies understand why successful companies are successful. What are the resources? What is the core problem we are facing now? What to solve first? Rather than copying so-called "successful cases"

This helps me closely combine the "diagnosis" and "prescription" of the problem, making it clear and easy to test.

Generally speaking, we will sort out a large number of optimization measures based on business scenarios, but how can these optimization measures be effectively allocated in existing work scenarios? Under normal circumstances, if you are just thinking about the urgency of internal work arrangements, you can use the important & urgent four quadrants to make corresponding allocations based on the current business scenario and workload. (very useful)

Model purpose: for reporting, prioritizing topics,

I mainly use it to refine cases and report interim results

【S】situation Briefly explain the background of the incident

[C] complication: conflicts and obstacles encountered during the process, how complicated the matter is

【Q】question What problems did you encounter at that time? What is the problem that needs to be solved?

【A】answer Final answer, result

The several models I listed are dynamically related to each other and cannot be applied mechanically in isolation.

These thinking models are not panaceas. The purpose of a tool is to help us anchor the logic of thinking and improve the efficiency of thinking.

Many people complained about the point of writing these theories. can't read? What's the use? In fact, only those who are deeply immersed in the environment can have a clearer understanding. These models can make us more rational, objective, and orderly, because they are proven ways of doing things that can provide good guidance for human behavior.

In addition, these model tools are the theoretical prototype cognitions that I have accumulated in my work over the years. I used them to refine the work I did in 2020.

In the work scenario, theory + practice is the best methodology!

Author: Xu Zixu

Source: Zixushuosiyu